The Row Freaks Out
The Row Freaks Out
Finally,
an outlet for Chattanooga’s fringe... Warehouse Row’s “Uncanny
Evolution” gallery opens its doors.
by Will Taylor
If you’re looking for the Thomas Kinkade Gallery, you’re in the wrong mall. But, what you will find in Warehouse Row is Chattanooga’s most provocative collection of paintings, sculptures and photos by local and regional fringe artists. The place is called Uncanny Evolution, and you can’t miss it. Nestled among outlet shops and boutiques, the gallery is in Warehouse Row’s North Building, on the 2nd floor, right at the top of the escalator.
“Chattanooga just doesn’t have anything quite like it,” says owner Mark Parton as we stroll past a sculpture made from animal bones and a portrait of what Mickey Mouse might look like after a bad industrial accident. “It’s an exhibit space for Southern fringe or ‘lowbrow’ artists. But it’s also a place for people to just come and hang out and enjoy art.”
In the middle of the 6500 sq. ft. exhibit space, we settle in the gallery’s funky, yet welcoming “conversation area”. Artists are coming in and out, loading in additional works. Gallery staff members are working in the back, putting the finishing touches on the gallery’s spacious photography studio. Visitors gather around a window display of malformed plush toys, and then venture inside to take a peek. It’s only the second day of business and there’s still a lot to do. But Parton says he feels like everything’s finally starting to come together.
“It’s been a lot of work,” he says, leaning back on the long, red sofa, talking above the Lipps Inc. track pumping though the PA system. “I got the idea for the gallery about a year ago. I saw there was a great deal of talent in the area, but no place where they could exhibit their work. Most of the local galleries aren’t too receptive to this kind of subject matter.”
According to Parton, he wanted to create a space where artists could show their work and art enthusiasts could come to view and discuss it. The open feel of the exhibit space is designed to encourage comfortable interaction with art and patron.
“I want to see this grow into kind of a hub for the local fringe art culture,” he says. “I envision this becoming more than just a gallery. I want to have artists in here creating, painting, doing photo shoots, and even having bands come in to play.”
Gallery manager, Eric Durchholz, says that most reactions to the gallery have been very positive. But on occasion curious kids have wandered into the space and have been promptly extracted by their concerned parents.
“I think it’s kind of a shock for some people when they stumble upon us,” he says, doing an impersonation of a child being jerked out of the gallery by his collar. “Some of the art in here is confrontational. It makes you look inside of yourself and some people can’t handle what they see.”
At the entrance to the gallery there’s a sign that reads: “Don’t freak out. It’s only art”. It serves as fair warning, but also makes a statement about the gallery’s philosophy about artistic expression.
“I think that art is a healthy and important part of life,” Parton says. “I believe that artists need to express themselves freely. On the other hand, I won’t show just anything. You’re not going to see poop on a stick in here or anything that’s just trying to be shocking for the sake of being shocking. But you will see some of the best local and regional talent displayed here.”
Still, it’s not what you’d expect to find in a place that’s primarily known as an outlet mall. After all, the company that manages Warehouse Row is called Prime Outlets. But according to the mall’s general manager, Jennifer Mingola, things are changing.
“We're ecstatic about The Gallery, Uncanny Evolution, joining our tenant roster at Prime Outlets-Warehouse Row. We're confident that Uncanny Evolution will serve as an impetus to attracting the types of tenants we are targeting at Prime Outlets-Warehouse Row. Our new tenant marketing program is focusing on an eclectic mix of retailers in the arts, fashion and media, as well as services such as personal trainers, nail salons and others.,” Mignola says. “This is such a unique property and it really deserves a unique tenant mix. The charm, history and ambiance of this property is truly unlike any other in the outlet industry. We think, therefore, that it only makes sense to attract retailers that are just as unique as the property.”
As we wrap up our conversation, Parton points out a copy the San Francisco-based
Art Juxtaposed magazine that’s lying on the coffee table. “There’s
a lot of attention focused on lowbrow artists from the west coast and
east coast -- but the southern scene is largely untapped.” He sparks
up like his next statement just occurred to him. “I guess creating
this space, envisioning the way the art is presented, and helping to
support the local art scene, that’s my art. My creativity is expressed
as an entrepreneur, an accountant, a business person…” He
thinks a moment. “And as someone who just enjoys art and can help
artists promote it.”
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ABOUT THE REPORTER:
Will Taylor is a writer and advertising consultant who recently
moved to Chattanooga from Los Angeles. He’s written for numerous
arts and entertainment publications in California and, on the advertising
side, has worked with companies such as Universal Music Group, Siemens
Transportation, Ebay, The Sacramento Kings and McClatchy News Services.
For more information, visit his website at fortifiedcreative.com
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